Model files discrimination complaint over AI-altered Peter Jackson image

Nigerian-Australian model Elii Emeghebo is pursuing a racial discrimination complaint against Peter Jackson Australia after seeing an AI-altered image in the menswear brand’s Sydney shopfront. Emeghebo said the figure appeared almost identical to him but with lighter skin, lighter eyes, a reshaped nose and more Eurocentric facial features, describing the result in an email to his agent as his “white twin”.

The image was also used on Peter Jackson’s website and social media. Emeghebo alleges the alterations “whitewashed” his appearance and says he should have been paid because his contract covered images for the brand’s digital channels. The complaint, lodged with the Australian Human Rights Commission, alleges the unauthorised changes amounted to racial discrimination and offensive behaviour.

Peter Jackson Australia admitted using AI-assisted tools to create what it called a “substantially transformed image” from the original campaign, but denied altering Emeghebo’s likeness because of his race, colour or ethnic origin. The company said it paid him in full and used unaltered images in line with the agreement.

Legal experts cited in the matter said Australia has no specific image right protecting models from unauthorised AI reproduction, leaving workers to rely on contract clauses or existing consumer law claims.